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JWT Shanghai’s Samsonite print campaign ‘Heaven and Hell’ is the world’s most awarded print ad in history, thus far.
Created last year, the ad tells a story, without the use of words, in a single picture—to effectively communicate the durability of the brand’s luggage in the Asian market.
Heaven and Hell was meant to show the contrast between travelers and their luggage—though they’re both on the same plane, they travel in ‘Heaven’ (first class) and ‘Hell’ (cargo) respectively. However, even after undergoing a torturous ordeal in Hell, the baggage still emerges unscathed.
The ad was awarded “10 Grand Prizes, 38 gold awards and 3 Yellow Pencils, all of them accumulated from the world’s biggest, toughest and most prestigious award-giving bodies,” according to Inquirer Business.
Do you think this print ad deserves that many awards—or is it overrated?
[via Inquirer Business]